Working from home with your Spouse: What doesn’t kill you…

NYCVanity Mascot - Maize (Cat) in NYCanity Office

My name is Brandon Kelly and my husband, Keith and I have worked together from our home office in support of our business NYCVanity whose first product, The Palit, launched in July. It has been one of the hardest things we have ever done. While I know we have grown through this process, I also know that we have had to make some substantial adjustments in order to insure that we are both able to contribute to our growing business at a high level while simultaneously preserving our relationship.

The unique challenge of working from home with your spouse is one that requires you to view both terrains from a fresh vantage point. Example: when you walk through your living room during normal business hours, it is no longer the inviting space that you look forward to engaging at the end of a long day, but instead a waiting room that you refrain from entering until you are finished the workday. Additionally, as your workday commences you will view your spouse through a different lens one that may require you to refrain from domestic conversations in order to achieve your day’s tasks effectively.

If you have never worked with your spouse, it is important to note that many people behave very differently at work than they do outside of work. My husband works very quickly and assess even faster. I have a completely different approach and am a little less wieldy when there are too many unknowns. Somehow we make it work, but it takes a lot of communication. Sometimes, we circle back to the same subject a few times before moving forward. But that is what it takes to make sure that two very different people are able to work together.

This transition in mindset did not happen right away. At one point my husband said “treat me like you would treat me if I was someone you worked with!” and then I realized, wait a minute…we DO work together. But know this, the power struggles you have in a marriage can bleed over into the business if you are not careful. So, it is important to create roles for each other and infuse that trust you have outside of the business into the business partnership as well.


If your spouse works alongside you, be aware that you must incorporate outside social activities with others so that you continue to have things to talk about when you come home to your partner. No relationship can withstand 24/7, around the clock overexposure. So if you are working together and working from home, you need to force yourself out for weekly activities away from your partner. Otherwise, you could become those couples who eat out at restaurants and don’t speak to each other. They are no doubt the people that spend entirely too much time together and have not created the necessary boundaries to explore the world away from their partner.

Set boundaries: Always knock

When you live and work from home with your partner you have to make sure to create boundaries. You don’t just storm into the bathroom when the door is shut so you shouldn’t storm into somebody’s office without first knocking. It’s these simple gestures of respect that will allow you to work together and not grow frustrated with the arrangement.

Whose Turn Is It Again?

For one, those chores that you could leave behind a closed door are now front and center glaring at you every time you leave the threshold of your office. Laundry is literally peeking around the corners of your hallway followed a close second by your cat’s litter box. And yes, your cat does in fact go to the bathroom that much. A fact easy to dismiss when you are on your way to work outside of the home, not so easy when you are in fact sharing the space with this creature, though cute and often cuddly, but no way cute enough or cuddly enough to warrant the amount of output it produces.

While many people do not have the budgets for regular housekeeping, it is something that you may want to consider enlisting when you make the decision to work from home. It is important that you consider the time value of your own work capital, so that when you start to think about picking up that broom or cleaning that bathtub, stop and factor in the true cost of that task. You need to remember that your principal task, while you are working from home, is supporting your business.

Beware, the hermit lurks!

Get out of your house! This advice sounds obvious and inevitable, but trust me when I tell you that there have been times when we have not left our house for a few days at a time. You work to create the structure and the wherewithal to anticipate your needs so you load up on groceries, coffee, office supplies etc. Then suddenly you realize, there’s really no reason to leave. So you don’t. You get up, work, eat dinner and go to bed. And like a ritual, do it all over again the next day. But unlike before, you don’t have a commute and no forced reason to leave your house, so if you aren’t careful you can find yourself living in a very tiny bubble. This is not only socially limiting, but is also harmful to your business since you are the best advocate for your product/service and you need to be out circulating to build awareness.

There is no IT department

Unlike working outside of the home you will find very quickly that when your computer or printer isn’t working you have only yourself to look to yoursef a solution. So, if you are not technically inclined it is imperative that you find a resource that can help and have them on speed dial. A day without working tools can cost you far more than the temporary help of a qualified resource.

Health Break

While many who were once working from an office would often bring lunches to their desks and never leave the floor until their workday was done, working from home offers the flexibility to take that yoga break. The time demands and often insufficient facilities often prevented working out and then returning to work easily. But now that you are within close proximity to that yoga tape and subsequent shower, so have at it!

The coffee is better and less expensive!

If you love a good cup of Joe, there’s no place like your own custom coffee station. When you work from home suddenly that Starbucks bill is no more and instead of waiting in line for your fill of your afternoon pick me up you simply walk to your kitchen and pour. This may seem minor but we really love coffee and it is nearly impossible to find the gourmet varieties that we have in our cupboard anywhere else. So, go ahead and pay a little extra for the good stuff, trust me when I tell you, it’s cheaper than buying it on the road.

Flexibility, the Gift and the Curse

Making your own hours is something that many entrepreneurs cite as an advantage of working for yourself. This is no doubt a perk of the arrangement. However, flexibility can be a double-edged sword since the truth is your ability to contribute and push your business forward is not based on a clock but rather your desire to succeed. What this means is that the traditional workday and hours no longer exist. While your clients and vendors may be wedded to those hours, you are not. This means that a Saturday is no longer that coveted day off that it used to be but rather just another day that you could spend getting things done which might move your business ahead. Now that you no longer clock in and out, that habitual practice which marks the beginning and the end of your work day, no longer exists. You need to set boundaries so that your business isn’t running you but rather you running it.

Animal Envy

Our cat seems to feel particularly curious and in need of affection at the precise moment we are on a client call. We don’t yet understand this new phenomenon in radio wave to cat wave frequency but we are pretty sure science should study it; that and the behavioral impossibility of having just one slice of pizza. Not only is she super affectionate but she has been inclined to become chatty during those calls, so now we preemptively excommunicate her from the meeting area before the client call commences. While we don’t have kids and of course a child’s needs would be far superior to that of a cat, no disrespect to super independent kids or far too dependent cats, but we could imagine that structuring your key contact calls during nap times or when you have added assistance available would be wise.

I have been on countless calls with people who have had interruptions by pets, but never by children. While working at a fortune 100 firm, the policy stated that if you worked from home you needed to have in-home support for your child during normal business hours. This may defeat the purpose of being able to be home with children and give them the benefit of your quality time. It is my view that if a scheduled call is on the calendar you need to find a way to be present 100% with no distractions. If an impromptu call comes up while you are tending to your child and you chose to take it, then perhaps you have the wiggle room should your child voice a need. It is important to remember that your client needs to feel like they are the most important person in the room, even when they are just on the phone, so in my view you need to create the space to consistently meet their expectations.

Temptation Station

From your DVR to a quick trip to the grocery store, if you are not a disciplined person, working from home will test your limits. You are the one in charge of your time far more than before. There is no boss to impress by coming in early, you are that boss. So, do what is right for your business not what is right for brownie points. If you are more productive after having 8 hours of sleep, than take the 8 hours and roll with it. If you like to work in the dead of night, you can make that happen also. But remember, to whom much freedom is given, much constraint and discipline is expected.

The Nonbelievers

There is, believe it or not, a segment of people who cannot fathom the notion that actual work gets done from the perch of one’s home office. These people may be your relatives or closest friends but be warned they don’t believe it when you say you are working from home. For whatever reason, whether it’s the residual after affects of factory life that many families have garnered their values from, or just plain lack of creativity, there is a large segment of people who truly believe that all you are doing is watching television and eating pizza, all day long: perhaps because that is how they would manage their time should they ever have the fortune to work from home. Either way, don’t let this group dissuade or distract you. They are prone to valuing your work less than their own because you have the benefit of doing it from the comforts of home and as such may try and dump tasks on you under the auspices that you have the time and “flexibility” that they themselves don’t have. Don’t take this bait and don’t allow them to ply you, stay steadfast and avoid this scenario at all costs. Sometimes it could even be as innocuous as a lunch out one day, but really at the end of the day these people are not in your camp.

The Obvious Benefit

By working from home with your spouse you are working as closely as humanly possible with your most trusted ally. There is no better side-kick than the one you hand-picked to be your roadie for all of life’s challenges and triumphs. There is no person you should want to share this journey with and to be able to do it on a daily basis is a true gift. The only way it won’t work is the same reason a marriage might hit a roadblock and that is because the two of you have failed to communicate and value each other’s concerns and feedback. As long as you are communicating, the sky is the limit!

Brandon Kelly is the CEO of NYCVanity, home of the beauty workspace “The Palit”. She works everyday from her home office with her husband, President and COO of NYCVanity, Keith Wilson.

Brandon Kelly

CEO & Co-Founder of NYCVanity – home of The Palit


Tiny Living’s Dirty Little Secret: Bathroom Diaries

NYCVanity - Tiny House

We, at NYCVanity, love the innovation being used in the relatively new tiny house revolution. To start, let’s accept that tiny houses have been around for a very long time, however, instead of their newly branded term they would go by names like: mobile home or modular home. What’s fantastic about this new resurgence is their focus on minimalism. In the show Tiny House Nation by FYI Television, prospective tiny house owners are forced to thin out their belongings and pare them back to the bare minimum: in one recent episode, even the cats didn’t make the cut! This is an exercise (maybe sans ditching the cats) that everyone could endeavor to do to help simplify their lifestyle. Less really can be more insomuch as your attentions can turn away from constant accumulation of more stuff, which then require ongoing repair storage and maintenance. Not only do these small quarters require one to re-evaluate their hoarding tendencies, but they are also unique in their ability to create multi-functional spaces: think of the kitchen aisle/dog crate from the recent episode.

With all the pros it’s hard to come up with any cons. But here it goes…the one space that is almost always quickly panned over during the grand reveal is…the bathroom. In the last episode of Tiny House Nation, the bathroom, while completely functional, lacked a door! An opaque curtain was used in its stead. Come on people….a curtain? So, while this is an obvious miss and the bathroom is a space often ignored, there are concepts we can learn from the Tiny House revolution to make our bathrooms more spacious! Below are the secrets to making tiny work in your bathroom.

Think Low and Think High: Tiny Houses create storage both above and below traditional objects.

1) In this example the space beneath the pedestal sinks is used for additional storage.

 2)There is often space on a wall adjacent your sink area and between the shower for additional storage features.

3) Below illustrates a functional and aesthetic copper pipe ladder shelf for towels and toilet paper which utilizes ample unused wall space.

 Combo usage: Tiny houses enlist the help of multi-use objects.

4) This bathroom tub has been modified to create stow and go shelving for bathroom product storage.

5) This re-imagined medicine cabinet is a stylish option with both a fully functional mirror and shelving area.

 Function & Form: Smaller spaces use objects that look attractive and serve a purpose

6) This latticed storage is visually attractive and allows the user to store in plain sight.

7) This stand serves many purposes, with ample storage compartments the stand may also be used as a temporary prep space for grooming.

7) For the wild at heart, this wine barrel storage solution is eye catching and spacious.

8) This portable vanity workspace can nest over your pedestal sink and creates space for beauty prep. It’s a nice solution for those with pedestal sinks and no vanity cabinetry.

9) This solution for stacking toilet paper is also a very modern and clean look which creates a thin stackable line and eliminates to store these beneath the sink or in a hallway closet.

The tips above work well in bathrooms since they are typically the smallest room in a living space. However, these tips can be used in any room in a house to reduce clutter, gain more living space and create more attractive yet functional pieces. Remember, the tiny living movement isn’t for everyone, we can’t all live in less than 300sq ft. but we can all leverage its innovative concepts to fully utilize space to create more functional living room in our homes.

Brandon Kelly 
CEO & Co-Founder of NYCVanity – home of The Palit

Do you have the mettle to mold a startup?

The dream of starting your own business is so common that nearly everyone has their canned daydream of leaving their day jobs and starting out into the great unknown. The economic downturn pulled the curtain back on many seemingly “safe” and “stable” jobs, encouraged many to jump ship and decided to start their ventures; realizing that perhaps the devil you don’t know might be a better option for long term financial stability. Of those who made that leap of faith, many found the realities of starting their own businesses to be far different than the fantasy. Once they got beyond the obvious lifestyle shift, perhaps waking up an hour later than usual and also working in pajamas, or hopping out midday for a workout, reality soon sank in. In the new world of self-employment, the buck stops with you. Every decision is yours. Every victory and of course every failure is also yours. That alone may be too daunting for some, but for those who have not yet decided whether to embrace the opportunity to become an entrepreneur, we have laid out a blueprint that might help make that decision.

We’ve outlined the top 10 behaviors and activities that we believe are essential to sustaining the day to day, real-world requisites of starting and then running your own business.

  1. Capital. It almost goes without saying, but if you have no funds in reserve, you will not be positioned to sustain yourself thorough the ramp up period of a startup. Period. The amount may vary depending on your lifestyle and of course geography. Not only will you need to sustain yourself, you’ll need to invest in your startup simultaneously. So, we recommend a year of living expenses plus additional capital to pay for the essentials to jump start your business. The type of business you are starting will of course determine the costs you will need in your coffers. Talk with someone who is running a similar business to understand the realistic startup costs. Remember: nothing ever goes 100% as planned, so give yourself a financial cushion in order to pay for the course correction. An expensive mistake could stop your entire process if you do not have the funds to overcome it.
  2. A Vision: Most would think vision is #1 but for the purposes of being pragmatic if you have no capital to invest, vision is probably irrelevant. So, back to vision. Vision is that first step in building the framework for your business. Your vision is your end result, your product, your storefront, your polished deliverable. From there you will need to work backwards to fill in the roadmap of your startup plan. But before you do that, you need to vet your vision. Is it realistic? Do you have the skills or the network to realize this vision or would it be better suited in someone else’s hands, someone with more experience? Is your vision based on any aspect of your experience? If not, it will be imperative for you to leverage and probably pay for expert advice in the area in which you do not have a clear understanding or background. Does your vision represent more than one basic outcome? If so you will need to dissect each of the parts and determine what must come first. You don’t build 15 pizza shops in your first year, you start with one and test and learn to see what works and what doesn’t before rolling out the remaining stores. Get clear on your vision and then be prepared for it to change. What if pizza isn’t as lucrative as Chinese food? Is your objective to make pizzas or to run a food establishment that can provide financial stability and freedom?
  3. Assemble a Team. No one goes it alone. While you may not be able to hire a team immediately to support your startup, consider hiring freelance or contract workers to get you up and running. While you may want to go it alone and play the lone wolf, doing it all yourself is not wise. Firstly, the time it will take for one person to do the work of 5 will set you back. You have to factor in the opportunity cost of delaying your launch if you try and go it alone. Let’s say you could launch in 2 months with help and 5 without: that’s 3 whole months of potential profit you lose by trying to go it alone.  Also, while I am sure you are great at eating pizza, you may not be the best at making them. You need to find experts that can make your overall product and presentation look professional. If your cousin designs your logo and does an amateur job of it think of the downstream effects every time someone sees it what impression is made of your business. What effect might that have on your profits? Spend the money and find talent to do things you don’t know how to do. Or else perhaps spend the money 2 times to have them fix the mistakes you made trying to do it yourself.
  4. Build a framework. Rejoice! The reality of working “9 to 5” now no longer applies to you. You will now join the ranks of those who can hop out and grab a coffee at 2pm without someone wondering where they are or what they are doing. But know this, once you take the leap and begin your startup it is imperative that you adopt a daily framework for activity. Given that all of your work now is going to be undirected and unguided, you need to create that direction for yourself. One way to aid in this task is simply by creating a basic framework which outlines what you will do and when. Some people find it helpful to assign certain tasks to certain days, kind of like a timely to do list; others prefer a more free-flowing agenda. You know yourself and know the environment that facilitates high-productivity vs. low, so outline that detail and keep it top of mind. If you know that you hate bookkeeping and that if you wait until 3pm on a Friday to do it that it won’t get done, then push it to the morning or at the beginning of the week. Know thyself but also create a framework that will support your business and its needs because early on it will be like watching an infant and require absolute dedication and vigilance.
  5. Gumby Joints. By that I mean, you have to accept that things are not going to go as planned and if you get stuck on a concept or a plan of attack that isn’t working you are going to lose precious time. If you have Gumby joints, or for those of you who don’t know the character Gumby (go here:; in the meantime think of that friend of yours who goes to yoga religiously and strikes those pretzel-like poses randomly. You will need to become that person. Maybe not the annoying pretzel part, but the part that can bend around, move easily and fall into more beneficial situations. If you are hitting a brick wall with a process, you need to bend around it and find a new solution. By being rigid and inflexible you will lose time and perhaps get stuck on something that isn’t beneficial. So, flex on!
  6. Get a Lawyer. Hands-down one of the most important resources you will have in your process is an attorney. This resource will only be bested by a lawyer who is also an accountant. An attorney will help you set up your business structure appropriately, protect your ideas (provided they are worthy of such protections) and also advise you on certain aspects of business to help protect you from lawsuits. No matter what you are making there is always a risk of a lawsuit looming; protect yourself as much as possible up front in order to mitigate losses on the back end.
  7. Resilience. What does that mean exactly? I think resilience means being able to adapt to change. If you are resilient you will be able to pivot to new solutions, quickly adopt new practices and shed those that aren’t working and if worst comes to worst, pick yourself up after a failure and begin again. All great entrepreneurs are resilient. Most successful businesses were started with the learnings from a failed one.
  8. Timing. Even with all of the above skills in place if you do not execute at the right time you may create more problems than you solve. For example, knowing when to pivot away from a bad process is essential. How much time do you give something before you believe that it cannot work? Having the tools to measure success is one, but assessing the timing is unique to each scenario and process. You will have to become the expert in all aspects of your business in order to understand the impact of holding out too long on a bad process and how it could disrupt your business in the long run. There is no crystal ball here, but it is clear that waiting too long to stop doing something that isn’t working could be devastating.
  9. Naysayer Disposal. You must eliminate those people in your circle who do not believe in you. It is fair that as you begin something new you may not truly understand the direction that you will take, so there will be a natural sense of uncertainty. You do not need that compounded by the naysayers. Cut off contact with them indefinitely. If they are people that you are unfortunately stuck with then at least stave them off until your new venture has established some legs. In the meantime, keep them out of your court. You do not need their influence to pollute your process.
  10. Realistic Measures of Success. You must set realistic measures for success at the beginning of your venture. If you throw an unrealistic figure out into the wind and then don’t meet it that will disempower you and maybe even deter you from continuing your business. Keep it realistic. One thing we do is set daily, weekly, monthly and quarterly goals. This way we can celebrate the small success that invariably feed the larger ones. If you say that you want to sell 1MM units by the end of the year. That may happen, but you may not approach that goal until the month before the year mark. When your victories are so far out it is hard to keep momentum and positivity. I recommend creating small interim goals, that way not only do you get to see your progress in real time, but you all get to gage whether or not your yearly goal holds water. Maybe it isn’t 1MM after all…maybe it’s 2MM!

Most Important of all, Good Luck!

Brandon Kelly, CEO NYCVanity (






Pitch Perfect: It’s not the “What” but the “Why” that matters most

Getting great feedback on this post. It appears to be a hot topic for those out there creating and starting new businesses. Enjoy!

NYCVanity, Vanity Reformed

  As we here at NYCVanity embark on the next phase of our launch we have been forced to look long and hard at our product pitch. And yes, we hate the word pitch because none of us work everyday to create new designs and products and source just the right finishes in order that we may simplify all of those efforts down into something as inconsequential and artistically irrelevant as a…pitch. However, it is a hard fact that if you cannot talk about your work, your product, your output in a way that piques the interest of an audience then not only are you dead in the water but perhaps so too is your masterpiece. If you have an issue lauding your own praises then you shouldn’t start your own business. You must shed like an old snakeskin that faux modesty that many of us were raised with, the “it’s rude to talk about your…

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Pitch Perfect: It’s not the “What” but the “Why” that matters most

  As we here at NYCVanity embark on the next phase of our launch we have been forced to look long and hard at our product pitch. And yes, we hate the word pitch because none of us work everyday to create new designs and products and source just the right finishes in order that we may simplify all of those efforts down into something as inconsequential and artistically irrelevant as a…pitch. However, it is a hard fact that if you cannot talk about your work, your product, your output in a way that piques the interest of an audience then not only are you dead in the water but perhaps so too is your masterpiece. If you have an issue lauding your own praises then you shouldn’t start your own business. You must shed like an old snakeskin that faux modesty that many of us were raised with, the “it’s rude to talk about your accomplishments” which falls often in the same breath as it is “rude to talk about money”. On day 1 of your entrepreneurial expedition you have to convince not only all of the naysayers that you aren’t crazy for leaving your day job but also convince the world that you do have a plan to take your product to the next level. Below is the list of elements your must consider when developing and doling out your pitch. Failing to include the below will diminish your opportunity for a successful pitch and outcome. #1 AUDIENCE Before we land on the most critical piece of detail around your pitch, it is important to note that the angle of your pitch will change depending on your audience. Think about it, the intended party could come from a variety of backgrounds, they could be press, they could be prospective manufacturers, or a prospective retailer in whose store you dream of having your product, or a sales team that you are trying leverage for a phase of your promotions. Each audience will be listening for different things and looking to see if you have something that they can leverage. The list is endless. But you must first assess what each of them wants to hear (specifically, how your product will support their process) and create a list of benefits that would be attractive to that audience. #2 FORUM You’ve all heard of the elevator pitch, that compressed and deliberate pitch built for the time it takes an elevator to reach its destination. The elevator pitch is good to have in your back pocket but given the numerous channels that we all must push our messaging through each day it is important to understand the various requirements for your pitch based on the forum. Remember, the forum dictates the terms and the duration of your pitch. A television interview requires succinct, time-sensitive and direct snippets of information, whereas an article can be more nuanced and allow for more in- depth responses. If you are an exhibitor at a conference and the stage is yours you can talk as long as you want about your product; you’ve paid to play at that point, so talk on! So, consider the forum and craft your pitch, its length and tone accordingly. # 3 THE WHAT The what speaks to your actual product. What is it? What makes it different from the competition? What problem is it intended to solve? What is it made of and how is it used? This is the simplest part of your pitch and the part you should know cold. You need to know exactly how your product is made, where it is made and by what labor source. It is imperative that you understand whether or not your product is green and environmentally sound. Our organization cares about being green, but more than care about it, we also put in the work to source materials that are environmentally sound. Your customers will want to know these things, so be prepared to go deep on the development, sourcing and labor associated with your product. It is not only good business, but also the right thing to do. And your customer will be taking note. #4 THE ASK No pitch worth a dime does not end with a call to action. You are not just spreading the word about your product you are also working day and night to make sure that it ends up in the hands of a customer. To ensure that is the case, you need to build in an “Ask” at the end of each pitch. That ask will change depending on your audience. If you are speaking to a customer the ask could be: “Can I get your email address to include you on our email list for new products and discounts?”, a journalist: “Great talking with you, can I have your card I would like to make time to talk more with you about my product journey, perhaps offer an exclusive interview if you are interested.”  Each interaction, whether in the real world or virtual should increase your chances of getting your product out there. Remember, “Don’t Ask, Don’t Get” from a book we know well:   # 5 THE CROWN JEWEL (THE WHY) And now, for the most important element of your pitch, though you may not have known it until right now….The Why. The “Why” transforms your product into the byproduct of your inspiration. The Why is simply the reason that the thing now exists. The details of its architecture and where you found the right materials are all interesting, but they fall within the what category of your pitch. The what explains what the thing is, but the why explains why its a thing at all. WHY did you create this thing that we are now talking about? Set the stage, where were you when you first had a thought about your product, was it while experiencing a problem? If so what was the problem, paint the picture, talk about how this problem perhaps is experienced by others too and how you validated that. Talk about your journey you took to realizing the product. What steps did you take to make it happen? Did you sacrifice anything in order to create this thing? Show the passion you have by the steps you have taken to realize this product, this will help people understand how important it is to you and the value you place on it can translate to others perceptions of the product. What is it they always say? Excitement is infectious. So, when you are talking about the why and all of its inspirational moments, make sure that you show the listener through the tone of your voice and the expression on your face just how excited you are. This may sound like emotional painting by numbers but its real.  A monotone and expressionless delivery is not going to inspire anything. By doing your research you are already light years ahead of many other entrepreneurs. If you remember the key points found within this piece, you will have a successful pitch that will inspire the masses to take on whatever you are promoting. Good luck out there! NYCVanity, Vanity Reformed      

The Top 15 High-Yield Pre Launch Activities you MUST DO NOW to ensure your businesses success!

Shuttle Launch Pad

The Top 15 High-Yield Pre-Launch Activities you MUST DO NOW to ensure your businesses success!

So, you’ve decided to start a new business. You quit your day job and you’ve set up your office; your LLC is official and your website is nearly there. But you aren’t quite ready yet. There are still some details that you are waiting to be finalized before announcing to the world that you’re open for business. This downtime is common and typically can’t be avoided, whether it’s to submit your patent application or to get your business process and team in place. But remember this, the Devil is in the Downtime, because it is during this period of time when it is essential to keep your momentum going and tie up any loose ends preemptively that could be your launches undoing. Here are some great high-yield activities that you can do in the meantime to ensure a successful launch and also sustain your momentum before you open your new business.


  • Attend local networking events with the expressed purpose of refining your pitch and both collect and hand out business cards. You never know which contact will become your advocate so take as many cards as you can. Fundraisers are great, if you go, try and get photographed, no press is bad press.


  • Research larger conferences that are relevant to your business and for which you may endeavor to attend and/or showcase your products. If budget is a concern, consider attending in order to establish a presence and network contacts.


  • Join as many social media networks as you can and contribute daily to attract followers and begin building your online network. On the day you launch formally, know that your customers will research your online presence beyond your website. Having 10 Twitter Followers and 5 FB friends will not bode well for your business.


  • Identify any trade publications or consumer publications (online or off) that you feel would best serve your product/service/budget. Most will need lead time in order to include your advertisement. Once you identify where you would like to advertise, contact a team that can put your ad together. If you are on a budget, I recommend reaching out to professionals on Craigslist. I have had great success there finding talent. Remember, unless you are a major brand, approaching an agency might not be within your budget. And frankly, the premiums are often completely unjustified since much of the work is generally done by associates, not senior staff, the talent that is all over craigslist; by cutting out the middle man you can save some money.


  • Get a professional head shot. If you are a smaller business than chances are that you are the face of your business. That said you need to make sure that face is captured professionally in a head shot. Yes, you could pay a friend to snap a photo on his iPhone but don’t think people won’t notice. Image is everything, spend the money and do it right because if you don’t, your customer might wonder what other corners you cut.


  • Follow your competition. Research those currently in the space you wish to occupy and see what they are doing. What type of media are they pursuing? Are they running social media contests? Are they featured on local or national media outlets? If so, what is the nature of that engagement? Are they hosting an annual golf tournament that generates press or are they subject matter experts brought in to address real time topical concerns? Where might you fit into this strategy? Imitation is a form of flattery and it may also save you money on strategic development.


  • Survey Says! You must execute 3rd party reviews of your product/service. Stay away from yes men, find a colleague or friend who is hard to please and won’t lie to you. You might want to broaden your circle in order to get an unbiased review but now is the time to refine before you are in the final stretch. It is cheaper to make changes than to recall a product line OR make a bad first impression with your customer.


  • Be the expert. You decided to branch out on this course for a reason. You felt that you could offer something that nobody else could, so TALK ABOUT IT. Begin to set the groundwork to disperse your expertise. A BIO is one thing, but creating calculated topical pieces is another (HINT: you’re reading one right now). Blogs are everywhere, use the platform to share your knowledge and build an audience. Industry has been using white papers forever to drum up business, there is a reason why.


  • Alt funding sources. I am sorry, did you say you didn’t want a tax incentive or free money? That’s right, I thought I heard that wrong.
    • Public: Contact your local chamber of commerce and the mayor’s office. These entities may be able to offer assistance to your venture. Depending on where you live, the city may have resources to help fund your business. For example: in some cities there are empowerment zones where, provided you establish your business within one, you may receive incentives.
    • PRIVATE: By now everyone knows the power of Crowd funding. Depending on your business offering this avenue may or may not be relevant to you, but if it is, start your process early. While it isn’t necessary to hire a team to do your crowd funding video, odds are you won’t have the skills or equipment to do a top quality job yourself. So, hit craigslist and find a filmmaker to help you, engage them early as filming is a complex process which is best left to the professionals.



  • Now is the time to iron out any glitches in your website. Go link by link to make sure there are no dead links. Print out any pages that are somewhat copy dense, most people find it easier to QC in hand vs. on screen.
  • Engage your LinkedIn Network. Since you are now in the final stretch this is a good time to let old colleagues and associates know about your launch. Telling them too soon may leave the impression that you are not confident that you will in fact be launching. A 30-ay lead time says that you mean business and are ready. CAVEAT: Just make sure that you are ready, LinkedIn is your tried and true network, when you pull that trigger, you better launch on time.


  • Test your customer service. You don’t want to wait until the day of launch to find out that there is a flaw in your customer service process; check the phone numbers, check the voicemail boxes, QC the email addresses and fine tune any auto-response messages/scripting you have in place. Remember, it’s all about the customer; as such you need to be ready to support their needs before you launch.


  • Craft your press release (ePress Kit). Just because you are a small business doesn’t mean you have to act like one. Think of all the pomp and circumstance which surrounds the entertainment industry, literally, we hear announcements before projects are even produced. There is a reason for that, it builds excitement and also establishes credibility in their product. Submit your press release on launch day. Submit it to online resources and also to local media groups, TV and radio.


  • Increase the frequency of your social media activities while simultaneously announcing your launch date. You want to pique the interest of your social media followers and create excitement for your launch.


  • Last but not least, buy champagne. Your launch ends the initial planning phase of your venture, so it is important to celebrate. Running a business is a marathon not a sprint and you need to make sure that you pause intermittently to reflect, thank those that have helped make it possible and celebrate the adventure that you have undertaken! Good luck.


Brandon Kelly is the CEO of NYCVanity, who (with her husband and business partner) is actively engaged in pre-launch activities for their new product venture which will launch in the fall. Follow her @NYCVanity and